Why Are Social Media Exploiting the Presidential Race?

Social media giants such as Facebook and Google have "friended" the 2012 presidential contest at a level almost unimaginable just four years ago. Their stepped-up political presence comes as they hire lobbyists, form political action committees and nurture their relationships with lawmakers whose policy decisions affect the companies' bottom line. What's their main motivation?

What's the Big Idea?

The primary reason is cultural relevance, some suggest. They want to position themselves as the place to go to for people who want to talk about politics. Others say that by appearing socially active and engaged in democracy they hope to develop a big well of good will with the political elites who have the ability to make or break them in the future.